The Impact of Physical Surroundings on a Museum’s Visitors Attitudes: Applied on the National Museum of Egyptian Civilization

Abstract

Museums nowadays aims to maintain a good visiting experience by developing an attractive, unique, and effective physical surroundings on their environment. Museums deal with various segments or social classes. The presence of those museums in the countries is extremely significant in preserving the memories and belongings of human beings in the past for future generations. Many historical exhibits are included in the redesign of the museums. Museums have become a significant architectural style in modern times, designers getting the great chance to exhibit their creative imagination by processing architectural buildings that suit the displayed form, as well as using technologies to install an optimized museum structure using the right materials, construction methods or display equipment (zhang, et al, 2018).1 One of the most effective factors that helps in the presence of the visitor is the great location as it makes the visitor’s experience more enjoyable and exciting. So, the museums are responsible in choosing its external and internal physical environments to make it more appealing to tourist and visitors. Many researches have discussed visitors’ attitude with many features related to the physical environment but can also affect it, such as, ambiance, layouts, decor & artifacts, aesthetics values, and overall atmospherics. In terms of arrangement wide space, the view of contents of the museum is one of the most important aspects in the physical environment that allow visitors to freely move between sections. The museum architecture and its internal and external environments also need attention to the main elements which are how is the of movement of tourists and visitors within and the walking lines, exhibitions, halls, and how to deal with empty spaces, lighting, coloring and decoration (Alshamalleh, M. et al,2019).1 Visitors of the museum play an important role while visiting the museum, and after their visiting experience. An individual can be satisfied after the museum visit experience, which will positively affect attitude and behavioral intentions, such as intention to repeat the visit in the future, nor recommend it to relatives or friends, or others on social media platforms (Piancatelli, C., et al. 2020)2 .However, the physical environment is one of the most important key factors that affect the visitors’ attitude3, and satisfaction4, by enhancing the overall visit experience and make it memorable and unique experience. Traditionally, managers of the museums and generally in the fields of: education4, and leisure and entertainment focus on the physical surroundings, because they understand that physical environment can produce a profound impact on the students or visitors in the place. Prior experience and curiosity encourage tourists to engage and connect during the tour (Hackett, A., et al. 2018)5 All of this essentially helps them to have a more intense visiting experiences in certain environments where they are required to participate (Ferilli, G., et al. 2017).6 And also reduce the risk of inappropriate attitudes and dissatisfaction. This research will examine the impact of the museum’s physical surroundings on the attitude of the visitors (Piancatelli, C., et al. 2020)7. The goal is to turn a museum into a place that welcomes visitors and tourist industry, in the museum field, the need to consider how the physical environment influences visitor and worker behavior has become extremely important. Physical surroundings performances are thought to be beneficial in achieving desirable cognitive evaluations from the visitor and make them satisfied (Han, et al, 2018)1.